MIDDLESEX, N.J. – Food samples, balloons, a clown and a DJ greeted shoppers who came out to buy groceries and to help officially open the new Superfood Marketplace in Middlesex Borough.

Located on the busy Route 28 corridor, at 738 Union Ave, the new grocery store joins the Route 28 Farmers Market as an anchor business in that shopping center.

A “soft-opening” began Feb. 5, drawing shoppers from Plainfield, North Plainfield, South Plainfield and Green Brook, and nearby Piscataway, Dunellen, and Bound Brook.

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On Saturday the family-owned business held a ribbon cutting ceremony during their grand opening celebration so they could formally introduce themselves to the community.

“This is a family effort,” said Ana Lemes, vice-president and co-owner of the business. “We hope that you become a part of this family. We’re here for you. We hope to become part of this community and become part of your family.”

Mayor Ron DiMura welcomed Superfood Marketplace to the Middlesex family and to the community.

“You’ve done a phenomenal job with the store; it looks fantastic,” said DiMura who was in attendance along with Councilmen Steve Greco and Jack Mikolajczyk . “We’re looking forward to a long and successful relationship with you in Middlesex Borough.”

Significant improvements were done to the nearly 25,000 square foot space that until recently was a Walgreen’s store. Brand new display aisles, flooring, and refrigeration systems have been added.

“This store has more items, more brands,” said Lemes. A state-of-the-art butcher’s station and deli department are the highlights of the store.

The new location is the family’s biggest so far allowing them to offer more than what’s currently found at their original Elizabeth store which opened for business in 2012.

Superfood Marketplace has further expansion plans, and hopes to open two more stores in New Jersey this year.

“They’re starting to survey different communities to see what are the best options to grow into,” said Zoraya Lee-Hamlin, marketing consultant for the grocery store.

A third store is set to open in March in Allentown, P.A. and will be even larger.

“We’re in super growth mode,” said Lee-Hamlin.